Recurrent Marketing Efforts
Don’t think that once you launch a single ad
campaign, your efforts are finished. Marketing your products is a never-ending
task that has to be factored into the continued growth of your business. Even
after you’ve made the sale, the show must go on – your goal is to keep these
customers for life, if not longer!
Whenever you create a product to sell on the
Internet, you must have a way to capture and store the contact information of
your customer – preferably through email – and let them know they will hear
from you from time to time. So long as you provide a way for them to opt out of
receiving your emails, this is standard procedure.
When someone becomes your customer, the next time
he hears from you will be right after his first purchase – thanking him for
becoming a valued customer. From that point on, you can occasionally contact
him to alert him to other special offers, upgrades, or complementary products
that are available to him at a special discount because he’s an existing
customer.
Your new best friends will be an auto-responder
and your mailing list software. Auto-responders usually come with a mass
mailing function, which is very convenient. With auto-responders, the
“after-the-sale” marketing is done for you automatically – contacting the
customer periodically with various “drive ‘me back” messages. You can either
write these messages or hire a professional.
Your mailing list software (or the mass mail
feature of your auto responder) allows you to contact your customers “on the
fly” with up-to-the minute information that would not typically be loaded into
an auto-responder.
This can be in the form of special reports or a
newsletter you send out regularly. Keep your eye on the media – newspapers,
television, even radio – and send your customers a message whenever you find
information that could benefit their lives in some way, relevant to their
relationship with you. These reports can be drafted in a matter of hours, and
can be anywhere from one to five pages long. For example, if you sell an eBook
on lowering telecommunications costs, and you see a story about it on the 5
o’clock news, whip up a short report and send it to your customers. They will
appreciate knowing you’re on top of the situation and looking out for their
best interests. At the same time, you’ll be positioning yourself as an expert
in your field.
Out of all the tools you’ll want to use, one
clever tool Empowers provides its members is the ability to plug your name and
URL into existing material that you can give away to future prospects and
customers. The data is already there – you just substitute your contact
information, and you’ve instantly produced a quality product.
